ABSTRACT
As discussed in the previous chapter, sport advertising is the process of attracting public attention to a sport product or sport business through paid announcements in the print, broadcast, or electronic media. Traditionally, advertising was viewed as an artistic profession that was simply used to articulate product benefits and image. However, advertising has evolved to become one of the critical elements of business. This is especially true in sport advertising, where these efforts are used as an integral tool of marketing as related to brand development and management, segmentation, differentiation, and positioning.
